Marketing communication strategies employed by small and medium scale enterprises in the Accra Central market

Abstract

Every business faces competitive forces that require a strategic approach for competitive advantage. Marketing communication strategies have been one of the key functional strategies that Small and Medium Enterprises (SMEs) adopt to inform customers about existing and new products. Marketing communication is also used to create awareness and persuade customers to buy products. This study investigates the marketing communication strategies Small and Medium Enterprises (SMEs) in the Accra Central Market employ to market their wares. A qualitative approach was adopted for the study and thirty participants were purposively sampled. Semi-structured interviews and observation were used to elicit data from respondents. Data were analysed from the perspective(s) of the marketing communication and Porter’s five forces of competition. Findings show that all sampled respondents (shop owners/managers) used various forms of marketing communication strategies including customized ones borne out of financial constraints, and thus unique from traditional marketing communication strategies. For improving the known potential efficiency of marketing communication tools for SMEs, shop owners/managers should used marketing communication strategies professionally and also allocate budget for the implementation of marketing communication strategies.